Harry’s leads mobile and online marketing push

Singapore - Oghma, a technology and media owner, has linked up with restaurant and bar chain Harry's Holdings to establish an OOH mobile and WiFi media network that targets PMEBs.

With Harry's bar outlets providing the premises for the media network, advertisers will be able to reach its customers through broadcasting content via Bluetooth to their mobile handsets, or a customised log-in page seen by patrons when they access the free WiFi service available at Harry's.

"Bluetooth broadcasting is not limited to just sending content to mobile phones - marketers can also use it to reward those who download regularly or develop a loyalty programme around it," Christian Patouraux, managing director of Oghma, said.

Bluetooth broadcasting is also an opt-in medium, and by delivering relevant and targeted content in a congenial environment it encourages positive reception towards the advertiser's message.

The Bluetooth & WiFi advertising network that is being launched across 24 Harry's bars, of which 16 offer free WiFi access, is found in the busiest urban and local and expatriate hang-out locations coveted by outdoor advertisers.

All existing Harry's bars will have FREE WiFi access and Bluetooth advertising by 1 May 2008. There are plans for the network to grow as Harry's is scheduled to hit 40 venues by the end of 2008 from the current 33.